Digital marketing and online purchase decision of customers of a rotisserie chicken

Gonzales M.V.C.; Valderrama-Puscan M.W.; Castillo Á.L.L.F.M.; Ibañez L.A.P.; Quispe Varela L.E. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.227

Resumen

The objective of this study was to study the relationship between digital marketing and online purchase decision of customers of a recognized chain of poultry stores with non-experimental design, cross-sectional and correlational level and a sample of 169 customers through a questionnaire that measures the associativity between the variables, it was obtained as a result that there is a moderate positive correlation (Rho = 0.596; Sig. =.001) between the variables which is based on the interaction through social networks and especially Facebook and Instagram, as well as email marketing are effective tools for convincing customers.

Instituciones: Universidad César Vallejo